Sunshine Coast Major Events Drive One Hundred Six Million Dollars in Economic Growth, Fueling Tourism and Business Success in Australia

The Sunshine Coast continues to emerge as a premier destination for both tourists and locals, thanks to the success of its Major Events Sponsorship Program. This program has played a significant role in attracting visitors and boosting the local economy, with $106 million in direct economic impact for the 2024–25 period. This success, reflected in record-breaking attendance at major events, showcases the growing influence of the Sunshine Coast as a leading hub for global events.

Economic Impact and Job Creation

The Major Events Sponsorship Program has supported over 1,100 full-time equivalent jobs across both the events and tourism sectors on the Sunshine Coast in the 2024-25 period. This program’s diverse range of events not only brings entertainment and excitement but also significantly boosts the local economy through tourism, hospitality, and supporting industries. The events calendar, which features a mix of competitions, festivals, and cultural celebrations, has become a cornerstone of the Sunshine Coast’s tourism strategy, attracting both local audiences and international visitors.

Several events hosted by the program achieved sell-out status, underscoring the enthusiasm from both community members and tourists. These achievements further reinforce the Sunshine Coast’s reputation as a prime destination for top-tier events, driving growth in local businesses and contributing to the region’s ongoing financial prosperity.

Strategic Leadership from the Sunshine Coast Events Board

The Sunshine Coast Events Board, consisting of eleven expert members, continues to be integral to the success of the Major Events Sponsorship Program. This board provides strategic leadership and guidance, ensuring that the Council’s Major Events Strategy aligns with both community interests and global tourism trends. Their efforts have significantly shaped the Sunshine Coast’s event offerings, contributing to the growth of a diverse events calendar that attracts a wide range of athletes, performers, and enthusiasts from around the world.

With a strong commitment to ensuring the success of high-quality events, the Sunshine Coast Events Board continues to guide the region’s evolution as one of Australia’s leading regional event destinations. The board’s strategic vision for the future promises even more exciting events, drawing visitors from all over the world.

A Diverse Range of Events and Strategic Partnerships

Throughout the 2024-2025 period, a total of 57 major events were held across the Sunshine Coast, including six ‘signature events’, 49 ‘economic drivers’, and two ‘emerging events’. These events have been crucial in promoting the Sunshine Coast as a vibrant, dynamic destination for cultural, sporting, and recreational activities. The diversity of these events attracts visitors from all walks of life, helping to reinforce the region’s reputation as a hub for global events.

Among the signature events, the Mooloolaba Triathlon, Queensland Garden Show, and Big Pineapple Festival stood out for their ability to engage local communities and attract international competitors. These events highlighted the Sunshine Coast’s appeal to a broader audience, showcasing the region’s natural beauty and its vibrant tourism offerings.

Showcasing the Sunshine Coast’s Unique Identity

Sunshine Coast Mayor Rosanna Natoli pointed out that the success of the Major Events Sponsorship Program goes beyond economic impact. She highlighted that events like the Big Pineapple Festival and Mooloolaba Triathlon help build the region’s identity and community pride, while promoting its natural assets and unique experiences. These events provide an opportunity for both residents and visitors to connect, celebrate shared passions, and enjoy everything that the Sunshine Coast has to offer.

In addition to providing economic benefits, these events help showcase the region’s biodiversity, from its pristine beaches to its mountain landscapes, reinforcing the Sunshine Coast’s role as a place where visitors can engage with nature while participating in world-class sporting events and cultural celebrations.

Securing Future Growth with Long-Term Partnerships

John Williams, Chair of the Sunshine Coast Events Board, emphasized that the region’s growth in event tourism is driven by its strong partnerships and the increasing interest in hosting major events as Brisbane 2032 Olympic and Paralympic Games approach. Multi-year contracts for events like IRONMAN 70.3 Sunshine Coast and the Queensland Garden Show reflect the strong regional partnerships that continue to position the Sunshine Coast as a premier destination for high-profile events.

The increasing demand for events, paired with a growing number of event applications, signals the region’s potential for continued growth in the event tourism sector. The collaborative efforts between local businesses, community organizations, and the Sunshine Coast Events Board will ensure that the region continues to attract global interest, solidifying its position as a leading hub for major events in the years to come.

Upcoming Major Events on the Sunshine Coast

Looking forward to the upcoming events in the coming months, the Sunshine Coast is preparing to host a number of exciting, high-profile activities. Key highlights for the 2025–2026 period include:

• Big Pineapple Festival (Nov 1, 2025) – Last tickets available.
• Sculptures on the Edge (Nov 28, 2025) – Tickets on sale now.
• Suncoast Spinners Wheelchair Basketball Tournament (Jan 16-18, 2026).
• Mooloolaba Triathlon (Mar 14-15, 2026) – Entries now open.
• IRONMAN 70.3 Sunshine Coast (Sept 13, 2026).

Total List of Event

These events, along with others, will continue to promote the Sunshine Coast as a top destination for sports enthusiasts, cultural explorers, and adventure seekers. The Major Events Sponsorship Program will play a key role in driving the region’s continued success and attracting visitors from around the world.

A Bright Future for the Sunshine Coast

The Major Events Sponsorship Program remains a critical driver for the Sunshine Coast’s tourism and economy. With ongoing efforts to maintain a balanced calendar of events and expand its event offerings, the Sunshine Coast is well-positioned to become one of the premier event destinations in Australia. Looking ahead to the Brisbane 2032 Olympics, the region’s event tourism sector is poised for sustained growth, offering innovative partnerships and continued development.

As the Sunshine Coast continues to showcase its natural beauty, local culture, and sporting excellence, it will remain an unforgettable experience for all visitors, fostering economic growth, community development, and global recognition for years to come.

[Image Credit: Sunshine Coast Council]

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